Hilton Hotels & Resorts Released Its New Blue Paper Indicating It's not all Digital for Travel and Launched Its New Marketing Campaign
The study, a Hilton "Blue Paper," surveyed nearly 3,000 travelers across China, and found that many still prefer the human touch especially in getting inspirations for travel plans or while they face problems during their journey. The prevalence of social media amongst travelers to showcase their journey and share authentic experiences, and what leisure and business travelers deemed important when they travel, were also highlighted.
Face-To-Face Communication Still Influences People The Most While Some Find Inspirations On Social Media
So what gets people moving? One of the prime decision influencers of the modern Chinese traveler is still real face-to-face communication with friends and family. 55% of those surveyed stated that word of mouth is an important influence on their travel plans, taking inspiration from anecdotes via face-to-face conversation. Meanwhile, 50% stated that social media, including travel photos on WeChat Moments or Sina Weibo, served as inspiration to get out the door and communicate their exploration with the world.
Help from Hotel Team Members Matters to the Guests
The study then explored what exactly it is that matters when on vacation. And it is found that good old-fashioned hospitality is still paramount for a positive experience. Whether travelling for business or leisure, 27% of travelers said that they would solve problems and make inquiries by directly communicating with hotel team members. These concerns include every day tourist issues such as getting lost, deciding what to do and where to go, and logistical issues such as finding the hotel and getting baggage prepared. Social media and travel apps followed closely behind, with 20% or 17% priority respectively, but face-to-face communication with veteran concierges and other hotel team members seem to take priority, owing to their first-hand knowledge and experience of the destinations.
Family Always Come First for Leisure Travelers and Transport Convenience Is Always the Decisive Factor for Business Travelers
During the survey, leisure travelers regard "family" as an important aspect of travel planning, with 92% of respondents highlighting it as a response. Requirements for facilities which can accommodate these diversified needs are high, with single respondents ranking it at 86%, citing the need to accommodate parents' and children's unique requirements. For business travelers, top requirements included convenient restaurant locations, and the ability to explore the city, both appearing above 50%.
Posting On Social Media Has Become Routine and Authentic Experiences Are Most Sought After
But for all demographics, one of the most vital components of a successful vacation was the ability to share their experiences. It's no surprise that social media is a top priority for modern day tourists, and the data proves it – more than 2/3 of the respondents will update the social media every day. When asked how frequently travelers update their social media, 30% of the respondents said that they post updates constantly throughout the trip. 25% said that they will post several times per day, and 24% said that they will update their feeds at the end of each day.
As a result of this, the demand for unique activities and experiences is high. 20% of participants admitted that they tried unique and authentic experiences with a focus on sharing with friends on social media. Proximity to landmarks also rated very highly, with 91% of respondents of leisure traveler desiring close access to such sites.
The Blue Paper reinforced Hilton's leading position in hospitality industry. The Blue Paper is launched in conjunction with Hilton's new marketing campaign, "The World is Right Here." In addition to the Blue Paper, OOH installations with creative from the brand's newest campaign, "The World Is Right Here," will continue to roll out at some of the high traffic areas and terminals at some the country's busiest airports in cities including Shanghai and Beijing. The campaign illustrates the value of travel, and empowers consumers to travel more and experience the world around them. With 570 hotels across six continents designed to accommodate a variety of needs, Hilton enriches guest travel experiences through its globally footprint, world-class service and by being the place where authentic and memorable experiences are made.
As a beacon of hospitality, Hilton firmly believes that where guests stay matters. Whether guests are traveling for business, romance, family or simply to seek for new experience, Hilton and its team members are trusted to create memorable moments and meaningful experiences answering to their needs.
 Hilton Hotels & Resorts commissioned a 15-minute, online survey among a selection of Tier 1 and Tier 2 cities, with a sample of around 3,000 Chinese adults ages 18+ that have traveled outside China in the past 12 months and meet a minimum income level. The margin of error for this sample is +/- 1.79% at the 95% confidence level. The survey was fielded by KuRunData between November 14 and November 20, 2017.
About Hilton Hotels & Resorts
For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 570 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors. As the flagship brand of Hilton, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests' evolving needs. Hilton Hotels & Resorts is a part of the award-winning Hilton Honors® program. Hilton Honors members who book directly through preferred Hilton channels receive instant benefits, including an exclusive member discount that can't be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key available exclusively through the industry-leading Hilton Honors app. Begin your journey at www.hilton.com and learn more about the brand by visiting news.hilton.com or following us on Facebook, Twitter and Instagram.
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,100 properties with nearly 838,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world's most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can't be found anywhere else and free standard Wi-Fi.
Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter,
LinkedIn, Instagram and YouTube.
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